Reflecting an evolution that has been under- way for the past few years in our industry, the success of direct-to-consumer marketing is increasingly becoming more reliant on
brand-driven models. Companies realize that owning a direct
response brand translates to long-term business stability and
At its foundation, a DR brand is a relationship between
product and consumer, offering consumers a sense of what
they can expect when they engage with the product.
In order to establish a DRTV brand in today’s cluttered
consumer product arena, marketers need to be where the
consumers reside, work, travel, and play — and that means a
multimedia approach encompassing both traditional media
and digital platforms. Marketers also seek to build community, a function of digital marketing and social media.
Keys to building brands include:
; EXPERT AND CONSUMER-FRIENDLY SPOKESPERSONS. Products like H20 Mop and AB Doer — both with two
decades of marketplace success — work with Anthony
Sullivan and John Abdo, who bring well-earned credibility, boundless enthusiasm, and deep product category expertise to their spokesperson roles.
; KEEP THE PRODUCT INNOVATIVE AND FRESH. The latest
H20 Mop includes a bigger water tank, which moved
from the base to the handle allowing for easier maneuverability. The AB Doer 360 is the latest addition to
the brand, offering a “dynamic fluidity seat” that delivers 360-degree movement to impact the midsection,
pelvic/buttock regions, and hips and legs.
; SATISFY THE CUSTOMER. This goes directly to the heart
of a DR brand. Companies must deal with complaints
in a professional, thorough, and immediate manner.
Keep in mind that customer experience is a social
media hot button: positive product reviews and happy
customer experiences can propel a brand, while negative experiences can curtail growth.
; ROBUST SOCIAL MEDIA. Numerous studies show that
today’s consumer heads to search engines
to research products they first see on
television — and then to social media
for validation. Today’s social media plat-
forms have become central to influencer
marketing, offering destinations where
consumers can get the fast information
they seek from their peers. While pro-
gram testimonials are important, the trust factor is far
more pronounced with testimonials posted on social
media, as consumers tend to prefer unsolicited peer
opinions. Building and maintaining a brand means
engaging with the consumer via Facebook, Instagram,
and You Tube. While social media still has a ways to
go as a revenue generator, the platform has certainly
put consumer testimonials and referrals on steroids.
To continuously lift the brand above the competitive
fray, it is critical to feed the social media beast with
a constant flow of specially-created content, such as
videos featuring your product spokesperson and other
experts, consumer testimonials, text and graphics, tips
and third-party content.
; DIGITAL MAR-
KETING. Creating a
DR brand requires
a combined media
campaign to address
all core consumer
touch points: tele-
vision can deliver
a broad message to
a larger audience,
while mobile and
digital allow for
more surgical pre-
cision in messaging
specific demos and
tive offers will help
yield more clicks. Mobile marketing is now a necessary
element in any DR campaign that seeks to transform
products into brands, linking consumers to a specific
web page, or providing quick and compelling product
information and pricing via video or text and graphic.
Television continues to be a mass platform, but campaigns
need to be married to other forms of content marketing in
order to build awareness and capture sales.
Clearly defined positioning, a well-identified
customer base, compelling messaging, expert
spokespersons, strong packaging, multimedia
campaigns, building community, consumer
trust — these are the fundamentals that have
propelled DR products into brands.
Transforming DR Products Into DR Brands
BY AMIR TUKULJ